“Reach for a Lucky when you crave something sweet. Truth: Smoking Actually Causes You to Gain Weight! We do declare that when tempted to do yourself too well, if you will reach for a Lucky instead, you will thus avoid over-indulgence in things that cause excess weight, and by avoiding over-indulgence, maintain a modern, graceful form.” “We do not represent that smoking Lucky Strike cigarettes will bring modern figures or cause the reduction of flesh. *Funny to read the fine print in some of these ads, as after the 1920’s they apparently had to put a disclaimer on some of the ads that implied weight loss: Lady Grace Drummond Hay says, \”I smoke Lucky instead of eating sweets.\” Reach for a Lucky – That\’s the easiest way I know to keep from getting fat Darby says, \”reach for a Lucky instead of a sweet\” To keep a slender figure, reach for a Lucky instead of a sweet
(That don\’t make no sense!?)Īmelia Earhart says, \”for a slender figure reach for a Lucky\” Lose weight, be thin, smoke Lucky cigarettesĪvoid the future shadow and over-indulgence by smokingĪvoid that future shadow. Sound advice! Avoid your future obese self by smokingįoiled by moderation! Reach for a Lucky instead Pretty curves win, reach for a Lucky instead! The heartless shadow that threatens the modern figure Vintage Lucky Strike ads – Smoking for Weight Loss: “Avoid that Future Shadow”ĭon\’t surrender when tempted to over-indulge Here are some vintage Lucky Strike ads promising health benefits and weight loss from a “smoking diet.” One of their most successful campaigns warned women and men to, “ avoid that future shadow,” inferring that by smoking cigarettes you could stay fit, curb cravings, and avoid your obese and unhealthy destiny. Many of Lucky Strike’s ads made dubious claims about the potential health benefits of smoking including weight loss. That’s why thousands now reducing (dieting) smoke them constantly.” – Luck Strike ad, 1928 They satisfy the craving for sweets and rich pastries. “Light a Lucky Strike when you are tempted to eat between meals. In fact, they often inferred or directly stated that smoking would result in better health, weight loss, and had the approval of thousands of doctors. In this case, Lowey’s insights and recommendations on color produced striking results. And Hill, true to his word, paid off the bet in full.This popularity was a direct result of the incredibly successful marketing campaigns of brands like Lucky Strike who made consumers believe that their deadly product was actually healthy. Sometimes small adjustments can make a big difference. The redesigned cigarette pack went to market and was an immediate success. Males found the bright red circle of the revised Lucky Strike pack pleasing, while females were drawn to its overall lightness and sophistication. And men gravitate to shades of color (where black is added to a pigment) while women perfer tints of color (where white is added to pigments). Generally speaking, men like bright colors and women pastels. When it comes to using color, marketers follow a simple yet important distinction between the sexes. By switching the predominantly green pack to white the product became more appealing to the ever-growing number of female smokers, who now saw a fresher, less masculine looking package. Lowey focused on three areas – he simplified the overall typography, enlarged the Lucky Strike logo and altered the colors. Lowey, known for his work with Studebaker, Exxon and Coca-Cola, accepted the challenge. “Someone told me that you could design a better pack,” Hill says, “and I don’t believe it.” Hill bet Lowey $50,000.00 ($845,000.00 in 2017 dollars) that he couldn’t do it. In the spring of 1940 the president of American Tobacco, George Washington Hill, walked into the office of renowned industrial designer Raymond Lowey and set a pack of Lucky Strike cigarettes on his desk.
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